Tag: Senior Living

Today, Stacy Hollinger Main, a partner and interior designer at RLPS Architects, is sharing her philosophy and advice on senior living design. RLPS is an award-winning firm located in Lancaster, Pennsylvania, that specializes in architecture and interior design for a variety of industries, including senior living, assisted living and dementia/memory care. Stacy has 28 years of design experience and has spent 21 of those years designing senior living communities at RLPS.

What is your philosophy on senior living design?

First of all, it’s important to understand that it’s not “senior living” design — it’s about good design, period. We take the approach of looking at design from a holistic point of view with a nod to hospitality design, but scaled appropriately for people who are living there.

To appeal to Baby Boomers, designs must be contemporary and reflect the distinctive experiences and lifestyle offered to those moving into a particular community. It’s tailored to people who have the desire to live in housing that’s beautiful and well maintained with a lot of amenities — but designed appropriately for the people who are using it.

Take carpet, for instance. It may look rich, but there are a lot of factors that we take into consideration behind the scenes. The carpet has to be able to handle rolling traffic, such as wheelchairs, scooters and walkers. And it’s not just about the items that assist the residents to keep them ambulatory; it’s also about the staff — whatever they’re pushing and navigating, such as med carts. It’s often a matter of weighing the options with our clients for each particular application. Carpet is typically more homelike and helps with acoustics, but it’s easier to propel rolling traffic over hard surfaces.

What advice would you give senior living communities?

Communities need to stay current and fresh because the competition is high, and trends change constantly. Just as you want to update your own wardrobe, you want to make sure that your floors and walls are all up-to-date.

Our goal is to create timeless communities that speak to the brand and reinforce it across all levels of care. However, it’s easy for communities to get out of date. You don’t want people to be fearful to go to a higher level of care, such as assisted living or memory care, because the spaces look outdated and not as nice as independent living.

That’s why it’s important to include interior design in your master planning. Your community needs to put a refresh of its design into the capital budget. You need to evaluate every aspect of your decor at least every 8–10 years, although you can change things like paint and accessories more often for a refreshed look.

 What are your favorite projects?

In the end, once we’ve had that ribbon-cutting ceremony, and we hear people walking through the rooms, experiencing the design for the first time and talking about it, feeling happy — those are our favorite projects. It’s really about the way the design has improved their lives. And it’s not just about the people who are living there; it’s about staff, too. If we’ve been able to help a staff member do his or her job better and promote health or wellness because of the materials we’ve used, it’s impacting people’s lives for the better.

We do projects across the U.S. They’re all challenging and all unique. We don’t do cookie-cutter projects. We are creating a unique atmosphere for the community while striving to create trust, open communication and a positive end result for our client. Those are the best projects — when a client is asking us to come back to do the next one.

What do you like most about your job?

When you look at a room, when you look at space, it’s more than six sides of a box; it’s the potential for creativity. When we start to fill the box with the interior elements, we look at the floor, walls and ceiling. We think about acoustics and window treatments and lighting and accessories. In the end, it’s all about the people who are using the space. What I like most about my job is seeing people who are enjoying the space as they work and live here.

The goal for design is all about creating an environment to inspire people and transform lives. Our goal at RLPS is to do that in all aspects of our design, not just in senior living.

Last Thursday, communities came together to talk about the need to market their communities differently in the current environment.

You’ll find a recap of the discussion below. Please also feel free to join our next sales & marketing roundtable, coming up this week.

Join the next sales & marketing roundtable on June 11!

You are welcome to join our next roundtable discussion on Thursday, June 11, at 12 p.m. ET. Our Senior Social Media Strategist, Cara Stefchak, will share social media trends and best practices against the backdrop of Covid-19.

You don’t have to be a client to join — all are welcome. For call-in information, email DDunham@VarsityBranding.com.

In roundtable #8, communities brainstormed and asked for suggestions about marketing during COVID-19. Cory Lorenz, Varsity media director, joined our discussion to share insights on media consumption during this period of social distancing.

Check out the takeaways below. You are also welcome to attend our next sales & marketing roundtable, coming up this week.

Cory Lorenz shares insights on media consumption:

 Overall points:

• Everyone is isolated — not just seniors.
• Media consumption is up 60 percent since the quarantine.
• Netflix has over 2MM new members.
• Google keywords around senior living are up to record levels.
  • Advertisers like AARP are spending more than ever before on digital ($17.6MM since 3/13/20).
• Coming out of COVID-19, consumers are increasingly adopting free, ad-supported streaming services compared to paid streaming services.

Differentiating services:

• MVPD (multi-channel video programming distributor)
  • Video content delivered to consumers from a cable provider through a set-top box
  • Major players: Comcast, DISH, Time Warner Cable, Fios

• OTT (over the top):
  • Content provided via a high-speed internet connection rather than a cable or satellite provider
  • Major players: Netflix, Hulu, Sling, Prime Video, Apple TV

• CTV (connected TV):
  • Any TV that can be connected to the internet and can stream OTT content through its apps
  • Major players: Apple TV, Fire TV, Roku, Chromecast

• VOD (video on demand)
  • Stream of an already-aired show that viewers can watch on their own schedule, with commercial breaks
  • Major players: ABC On Demand, Bravo Now, Food Network On Demand, CBS On Demand

Discussion:

How communities are putting broadcast to work:

“We bought cable through Comcast, and we targeted typical stations for seniors (news, weather, HGTV, etc.). We’ve seen some good interest, and it supports the lift we’ve seen in online metrics (along with mailers and other online media). The spot was previously produced, and we thought it would be nice to show lifestyle and happiness vs. the COVID message.”

Join the next sales & marketing roundtable on May 21!

We thank everyone for participating, and we invite you to join the next session on Thursday, May 21, at noon ET.

This week, Robinson Smith, creative director at Varsity, will join our general discussion for part of the session to share his perspective on branding in a time of changing messaging.

You don’t have to be a client to join — all are welcome. For call-in information, email DDunham@VarsityBranding.com.

Today’s blog is a guest post by Michael Whitlow, MBA, senior regional manager, sales & marketing services division at Greystone Communities, on giving virtual tours. Previous to his time at Greystone, Michael worked in a broad range of related industries, including pharmaceutical, senior living and home health.

I’d like to share some tips on giving virtual tours that started with a webinar I gave.

A little background: When the situation with COVID-19 started, our company very quickly began to do Zoom calls, and everyone said, “We need to ask your sales teams to do virtual tours because of the restrictions at communities.” But what’s worse than doing a virtual tour? Doing a bad one. That’s where the idea for the webinar began.

The reason it’s critical to pay attention to the virtual medium is that, based on statistics I’ve heard, about half of senior living communities are not doing any virtual events or touring. This opens this area up for those who are doing them to get ahead of the game.

Statistics also show that 80% of communities that are doing virtual events are not doing them well. There’s a big opportunity to stand out from the competition by doing excellent virtual tours.

These tips and talking points might seem silly, but following them really makes for a better experience. You have to pay attention to the small things. Here are some tips for a successful virtual tour:

• Get buy-in to the tour beforehand
  • Be a resource: If the person expresses nervousness about using technology, it gives you the opportunity to say, “Let me teach you how to do this. I’ll be glad to walk you through it so you can use it with your family and friends.” That way, you’re being of value and are a trusted resource.
  • Show empathy: You can say, “Hey, I’d love for you to see me and me to see you and show you our community.” Be friendly and empathetic.

• Use FaceTime for ease of use and connection with your prospect (assuming both have Apple devices) If not, click here for a list of suggestions:

• Invest in a stand and Steadicam attachment
  • Test out the best ways to use the camera.
  • Film from above.
  • Don’t stand in front of a light source.
  • Don’t put the camera too close to your face.
  • Look at the camera, not your picture.

• Have a plan
  • Create an outline — it’s easy to get lost when standing in front of the lights.
  • Plan and trial run the tour route.
  • Keep handy a FAQ sheet and information on features and benefits.
  • You never want to walk away from the camera to get your notes; have them close by.
  • Role-play a live tour first

• It’s time to shine!
  • “Sit, tour, sit” still applies, but location may vary.
  • When not touring, secure your camera. (Use a tri-pod, prop it up with books, etc. You don’t want a lot of movement so the person watching loses focus.)
  • While touring, stick with one view.
  • Keep the camera facing away from you.
  • Slow down: Pause for 3–5 seconds before moving to a new view.
  • Be smooth.

• Postproduction
  • Blend “new school” with “old school.”
    • Handwritten letters as a follow-up are really welcomed right now.
  • Don’t forget the process: “sales cycle.”
    • You aren’t just doing a fun little tour; you are moving people through the same sales process you normally would. This is a selling tool, not “I’m going to show you something fun and then let you go.”
  • If it’s not in the CRM, it didn’t happen!
    • Virtual tours need to be part of our new normal. Like any part of the sales cycle, the tour should go right into the CRM, with a full write-up.

• Tips during the discussion
  • Avoid showing residents. Prospects want to see public spaces and apartments.
  • How long? Ask the people up front if they have 15–20 minutes for the tour.
  • Prepare a video you can share separately.
  • If you’re working from home, it’s still good to have a video discussion. You could have somebody in the community take footage and share it with you.

• Results
  • In a short period of time, people are getting strong results. Two of the communities I work with took a deposit after a virtual tour last week.

• What’s next?
  • Whoever starts to deal with the current environment really well right now is going to have an advantage. Virtual tours are a great selling tool that you can continue to use even after coronavirus. Here are some things your community can do to stay ahead:
    • Make sure you have a Steadicam ready to go.
    • Train all employees to do virtual tours.
    • Bring a family member who lives far away into the decision process by including them in a virtual tour with the prospect.
    • Find new applications for virtual technology:
      • Use it to communicate with your vendors.
      • Give virtual tours of your community over lunch hours to busy social workers, nurses and physicians.

Remember: The more tools you have for selling, the better. Again, since only half of communities are using virtual events, and only 20% of those are doing them well, this is your opportunity to get out in front of your competition. Take advantage of it.

About Greystone

Greystone has been a recognized leader in senior living consulting for over 35 years. The organization works with more than 500 owners and sponsors in more than 46 states and manages 50+ communities. Learn more about Greystone.

Today, Stacy Hollinger Main, a partner and interior designer at RLPS Architects, is sharing a guest post on the latest trends in senior living design. RLPS is an award-winning firm located in Lancaster, Pennsylvania, that specializes in architecture and interior design for a variety of industries, including senior living, assisted living and dementia/memory care. Stacy has 28 years of design experience and has spent 21 of those years designing senior living communities at RLPS.

Here are some of the design trends I’m seeing in the senior living space right now:

Healthy design materials

During this time of the coronavirus crisis, it’s more important than ever to use products that safely combat the spread of bacteria in materials for flooring, door hardware, seating, etc. When we select products for our clients’ communities, we not only make sure that they can be easily maintained and cleaned, but that they include materials that aren’t harmful to people or the environment. One example is copper, a naturally self-sanitizing material that can be used in bed rails, door and cabinet hardware and other high-touch surfaces as a healthy alternative to harmful chemicals.

Flexible dining spaces

When we do renovations, we’re focused on flexibility. One trend is creating a bar that can be used as a breakfast spot in the morning, a smoothie bar midday (where residents can come after exercising) and a bar that can be used for happy hour or pre-dining gatherings in the evening.

In terms of seating, booths or banquettes are appealing because people feel they have their own zone. We can create intimate spaces with the appeal of a restaurant for a variety of seating and tables, rather than a sea of furniture that is all the same.

Region-specific design

Communities don’t want to look or feel like Anywhere, USA. They want to reinforce their brand and create spaces that feel relevant and resonate with seniors in their market area. We look at every aspect of our work to make sure that it reflects the vernacular design of the area. For instance, the artwork has to be authentic to the region. For a community we are working with in Florida, that means if we specify artwork featuring birds, they are indigenous to the west coast of Florida — not birds you might find in North Carolina. The designs we do for communities in Lancaster, Pennsylvania, aren’t going to look like the ones we’re doing in New Hampshire or Florida.

Holistic amenities

Another huge trend is pushing the limits on amenities. Instead of just a salon where you can get your hair done, clients want to see spaces that convey a multidimensional, holistic approach to wellness in every aspect of the environment.

Multiuse spaces

Spaces need to be very flexible — it’s important to get three or four uses out of them. For example, we created a theater room for a local community. The community doesn’t just use it for movie night; it uses it as a space to interact with other communities (playing competitive Wii bowling against each other), and it sets up equally well as a space for lectures and presentations.

Technology

With the rise of smart homes and intelligent design, the use of technology in senior living is already a major trend. I see technology being incorporated more and more into all levels of care. From an interior design perspective, that means making sure we’ve addressed how people can easily and comfortably connect to technology within their living spaces. Technology also provides opportunities for interactive artwork or screen savers for aesthetic appeal when a screen is not in use.

Look for another blog about Stacy Hollinger Main’s design work coming soon.

To learn more about the way RLPS interior designers work with you to create appealing spaces with lasting value, visit their website.

As COVID-19 continues to impact senior living, we held another virtual roundtable to see what sales & marketing tactics are working now — and what will change at communities after restrictions are lifted. Check out the highlights below.

All are welcome to attend our sales & marketing roundtable next week. Details below.

Join the next sales & marketing roundtable on April 30!

We thank everyone for participating, and we invite you to join the next session, Thursday, April 30, at noon ET.

Kim Lehman, Varsity’s PR director, will join us for part of the session to share tips and trends on PR/crisis communications.

You don’t have to be a client to join the session — all are welcome. For call-in information, email DDunham@VarsityBranding.com.

Response to our COVID-19 conversations continues to be enthusiastic, so we held Sales & Marketing Roundtable #3 last week. For those who weren’t able to make it,  the high points are below.

We’re gathering for our next virtual discussion this week, and all are invited to attend.

Join the next roundtable on April 16!

We thank everyone for participating, and we invite you to join the next session on Thursday, April 16, at noon ET, for a sales & marketing discussion.

You don’t have to be a client to join the conversation — all are welcome. For call-in information, email DDunham@VarsityBranding.com.

Last Monday, we organized a virtual forum where communities exchanged ideas about engaging residents during the coronavirus shutdown. Check out their creative solutions below.

We’re holding another Resident Life roundtable soon, and all are welcome to attend.

Join the next Resident Life roundtable on April 20!

We thank everyone for participating, and we invite you to join the next session, Monday, April 20, at noon ET: Resident Life discussion

You don’t have to be a client to join the session — all are welcome. For call-in information, email DDunham@VarsityBranding.com.

We’d like to take a moment to acknowledge the many thousands of team members who are working tirelessly at senior living communities during the COVID-19 crisis.

Thank you to the CNAs, who keep residents content and healthy.

Thank you to the culinary team members, who ensure that nutritional needs are met.

Thank you to the housekeeping team, which keeps the environment clean and tidy.

Thank you to the laundry team, which makes sure that everyone has clean clothes and bed linens.

Thank you to the groundskeeping staff, which see to it that the grounds outside each resident’s window are beautiful and provide comfort.

Thank you to the nursing staff, which care for residents’ individual health needs.

Thank you to the maintenance team, which keeps everything running smoothly.

Thank you to the drivers, who keep things moving.

Thank you to the receptionists, who are on the front lines as people enter or call the community.

Thank you to the security team, which make sure that everyone in the community is safe.

Thank you to the IT team, which keeps all the tech running in this increasingly digital world.

Thank you to the wellness staff, which focus on caring for residents’ minds, bodies and spirits.

Thank you to the activities team, which keeps residents engaged, day in and day out.

Thank you to all the other team members, who are working so hard to keep people safe at communities across the country.

You are greatly appreciated for all that you are doing to fight the coronavirus during this time.

We know that every community and business in the aging services space is trying to stay ahead of safety and communications for the COVID-19 virus while juggling the needs of residents and staying connected with prospects. This led us to think about some free and easy tips that can keep current and future residents engaged and upbeat as much as possible while their movement is restricted.

Here are some ideas we’ve collected that we wanted to share with you. We realize that there are many more out there, but we thought this would be a good place to start.

Keeping Residents Engaged

Educational opportunities/lifelong learning/cultural stimulation

• Online museum tours
• Free live opera audio streams
• Resources for online courses, books, etc.
• Giant panda cam (National Zoo)
• San Diego Zoo live cams
• Fast Company article featuring different options
• 450 Ivy League courses you can take online right now for free 
• Wildlife cams
• The 50 best museum tours around the world

Spiritual grounding

• Free mediation
• Church services (many options online)
• Shabbat services (many options online)

Exercise

• Planet Fitness Free home “work-ins” every day
• Silver Sneakers  Free access to exclusive classes for yoga, cardio, balance and more

Connections

• Use in-house channels to share “coffee chats” with residents.
• Ask residents to send pics of what they enjoy doing in their homes to share with others in the community.
• Encourage residents to FaceTime with each other and with their families. (Send an email to all family members encouraging them to FaceTime with their loved ones regularly.)
• Caution against reading social media or listening to “hype” on TV or the radio, and encourage residents to reach out to the appropriate person if they’re at a low point.

Maintaining relationships with prospects

It’s important to always look for opportunities to follow up with prospects in meaningful ways, and the coronavirus pandemic is one of those (unfortunate) opportunities. Call your prospects to check on them during this health crisis, and ask if they are doing okay. Do they have food in the house? Is there anything they need? If they are local, drop off soup, muffins, toilet paper or other necessities on their doorstep. Recommend Netflix movies, documentaries, comedy shows or online live theater performances that might appeal to them. Give them ideas on how to stay safe, entertained, occupied and healthy. They will be grateful that you thought of them during this extremely stressful time.

In addition, we recommend virtual marketing events, where you can share details, floor plan walk-throughs, advice and just somebody new to talk with.

Social distancing doesn’t have to mean social detachment. During these troubling times, we all have to find new ways to stay connected.